I had an issue where i could purchase Urien from the shop, but he would not pop up in game.
To remedy this you have to go to \Steam\steamapps\common\StreetFighterV\StreetFighterV\Content\Paks and delete Ver1047_Steam.pak
After you launch again he appears in game. Not everyone has this issue, but if you come across it this is how you fix it