Dissolved substances can move in and out of cells by diffusion. Only very small molecules can diffuse through cell membranes - things like oxygen, glucose, amino acids, & water. Just like with diffusion in air, particles flow through the cell membrane from where there's a higher concentration to where there's a lower concentration. If there are a lot more particles on one side of the membrane, there's a net (overall) movement from that side. The larger the SA of the membrane, the faster the diffusion rate, because more particles can pass through at once