How to associate an entity view mode with a path? (Commerce product entity)
You can add your own entity view path with 

hook_menu

e.g, something like

/**
 * Implements hook_menu
 */
function mymodule_menu(){
  $items = array()
  $items['myproduct/%myproduct'] = array(
    'title callback' =&gt; 'myproduct_page_title',
    'title arguments' =&gt; array(1),
    'page callback' =&gt; 'myproduct_page_view',
    'page arguments' =&gt; array(1),
    'access callback' =&gt; 'myproduct_access',
    'access arguments' =&gt; array('view', 1),
  );
}

/**
 * My Product page view callback
 */
function myproduct_page_view($myproduct){
  drupal_set_title($myproduct-&gt;title);
  $uri = entity_uri('myproduct', $myproduct);
  // Set the node path as the canonical URL to prevent duplicate content.
  drupal_add_html_head_link(array('rel' =&gt; 'canonical', 'href' =&gt; url($uri['path'], $uri['options'])), TRUE);
  // Some example to get entity display
  $view_mode = 'full';
  return myproduct_entity_view($myproduct, $view_mode);
}


See node_menu node/%node for example node view implementation.

Nevertheless, I'd recommend using standard product display nodes for product display.