Same issue here, I had purchased a boxed retail version of Windows 7, so during all the years I upgrade all the way to Windows 8 -> 10 -> 11 while having many times of hardware change, Windows re-installation without any issue until today Jan 2024, I upgrade my computer again with new motherboard, cpu and ram and it stops working. Usually Windows activates automatically when I sign in to my Microsoft Account as over the previous years the Key is already associated with my account so Windows is activated digitally.
Now it stays unactuated no matter what I try, and entering the Windows 7 also fail to work.
Requested a call from Microsoft Support and they say I need to purchase a license as say I upgraded for so many years blah blah blah..... well to be fair it's fine for me to purchase it, but in Windows the Microsoft Store also fail to work and I can't purchase a license too....lol
The webpage also fails to let me order either boxed USB key or digital version of Windows 11, their shopping cart stays empty no matter how I added an item, or sometimes their URL just fail to work saying something is missing.