A customer shops at an Alibaba rural service centre in Jinjia Village, Tonglu, Zhejiang province, China, July 20, 2015. E-commerce growth in the countryside now outpaces that in major cities, though fewer than one tenth of online purchases made on Alibaba platforms were shipped to rural areas in the first quarter of this year. Alibaba estimates the potential market at 460 billion yuan ($74 billion) by next year. (Photo by Aly Song/Reuters)

People celebrate the pagan rite called “Kolyadki” and mark the New Year, according to the Julian calendar on January 13, in the village of Vosava, Belarus January 13, 2017. (Photo by Vasily Fedosenko/Reuters)

Somali couple Mohamed Noor (L) and Huda Omar pose for a photograph at their makeshift home during their wedding ceremony in Mogadishu's Rajo camp, Somalia August 17, 2016. Having met two years ago, the pair have just married at Rajo camp, where some 400 families live. Most, like Noor's parents, came here in the early 1990s to flee famine. (Photo by Feisal Omar/Reuters)

A three-seater Toyota Kikai concept car is displayed during the 2016 CES trade show in Las Vegas, Nevada January 8, 2016. (Photo by Steve Marcus/Reuters)

A member of a local swimming club holds a Russian national flag as he dives in at the start of a 24-hour swimming marathon near the western Siberian city of Barnaul March 29, 2014. Thirty members of the club will swim in turn during the event, held to mark Crimea becoming part of Russia, local media reported. (Photo by Andrei Kasprishin/Reuters)

A visitor passes behind the sculpture “Puma-Dentist” made with plastic, wax and original heads of a puma and a hind by Austrian artist Deborah Sengl during an exhibition at the art gallery Deschler in Berlin April 15, 2008. (Photo by Fabrizio Bensch/Reuters)

Chinese tourists make a toast with canned drinks and fried chicken pieces during an event organized by a Chinese company at a park in Incheon, South Korea, March 28, 2016. (Photo by Kim Hong-Ji/Reuters)

A man dressed as a devil performs during a Krampus show in the southern Bohemian town of Kaplice, December 12, 2015. Each year people in traditional costumes and masks parade through the streets to perform an old ritual to disperse the ghosts of winter. (Photo by David W. Cerny/Reuters)