Concentration: The greater the difference in concentration, the faster the diffusion.
Molecular size: Smaller substances diffuse more quickly. Large molecules (such as starches and proteins) simply cannot diffuse through.
Shape of ion/molecule: A substance's shape may prevent it from diffusing rapidly, where others may have a shape that aids their diffusion.
Viscosity of the medium: The higher the viscosity, the more slowly molecules can move through it.
Movement of the medium: Currents will aid diffusion. Cytoplasmic streaming (constant movement of the cytoplasm) will aid diffusion in the cell.
Solubility: Lipid-soluble molecules will dissolve through the phospholipid bilayer easily, as will gases like CO2 and O2.
Polarity: Water will diffuse, but because of its polarity, it will not pass through the non-polar phospholipids. Instead, water passes though specialized protein ion channels.