Ova prodavnica ne prima kartice.

Ova means this and agrees with the noun prodavnica (shop/store), which is feminine singular.

So:

• ovaj = this (masculine)
• ova = this (feminine)
• ovo = this (neuter)

Because prodavnica is feminine, Serbian uses ova prodavnica = this store.

Examples:

• ovaj restoran = this restaurant
• ova prodavnica = this store
• ovo selo = this village

It is in the nominative singular because it is the subject of the sentence.

The sentence structure is basically:

• Ova prodavnica = subject
• ne prima = verb
• kartice = direct object

So prodavnica stays in its basic dictionary form here.

Prima comes from the verb primati, which often means:

• to receive
• to accept
• sometimes to take in

In this sentence, the natural English meaning is accepts:

• Ova prodavnica prima kartice. = This store accepts cards.

So even though the core idea is receive/accept, in the context of payment methods it means accept.

In Serbian, negation with verbs is usually made with the separate word ne placed before the verb.

So:

• prima = accepts
• ne prima = does not accept

This is very standard in Serbian:

• radi = works

• ne radi = does not work

• govori = speaks
• ne govori = does not speak

So ne prima is simply the normal way to say does not accept.

Kartice is the direct object, so it is in the accusative plural.

The singular is:

• kartica = card

The plural is:

• kartice = cards

For many feminine nouns like this, the nominative plural and accusative plural look the same, so here kartice can be both:

• nominative plural: kartice
• accusative plural: kartice

In this sentence it is accusative plural because the store is accepting or not accepting the cards.

Not necessarily by itself. Kartica can mean card in a broad sense, but in a store/payment context, kartice is normally understood as bank cards / payment cards.

So this sentence usually means:

• the store does not accept credit/debit cards
• in other words, probably cash only

If you want to be more explicit, Serbian can also say things like:

• platne kartice = payment cards
• kreditne kartice = credit cards

But in everyday signs and speech, just kartice is very common.

Yes. Ne prihvata kartice is also correct and very natural.

Both can mean does not accept cards, but there is a slight nuance:

• primati = receive / accept
• prihvatati = accept

In practice, both work in this context. On signs or in business language, many speakers may find prihvata kartice especially explicit, but prima kartice is also common and natural.

Yes, Serbian word order is more flexible than English word order, because case endings help show grammatical roles.

The neutral, straightforward order is:

• Ova prodavnica ne prima kartice.

But other orders are possible for emphasis, for example:

• Kartice ova prodavnica ne prima.
  = As for cards, this store does not accept them.

• Ne prima ova prodavnica kartice.
  = possible, but more marked and less neutral

The most natural basic version for learners is the original one: subject + ne + verb + object

No. Prodavnica is very common, but Serbian has several words depending on region and context.

Some common ones are:

• prodavnica = store, shop
• radnja = shop, store
• trgovina = store, shop, commerce

In everyday Serbian, prodavnica is one of the most common general words for a store.

Prima is:

• present tense
• 3rd person singular

It agrees with ova prodavnica = this store, which is grammatically singular.

So:

• ja primam = I accept
• ti primaš = you accept
• on/ona/ono prima = he/she/it accepts

Here the subject is ova prodavnica, so Serbian uses prima.

Yes, primati is an imperfective verb. Its perfective partner is often primiti.

In this sentence, the imperfective is the natural choice because it describes a general policy or habitual fact:

• Ova prodavnica ne prima kartice. = This store does not accept cards.
  (as a general rule)

Serbian often uses the imperfective present for things that are generally true, habitual, or ongoing.

Using a perfective form here would not sound right for this meaning.

Most likely as:

• the store does not allow card payment
• you need to pay in cash

So even though the literal wording is about accepting cards, the practical message is:

• No card payments
• Cash only

That is the normal real-world interpretation.