There's a gradual approach there, where you start out with a JSONB column, and then as each piece of the data structure stabilizes* you move it out of json fields and into its own columns/tables.
* meaning, when there's enough code that depends on it that changing it would require some planning
This is the way I build all my apps now. Eventually the jsonb field stores nothing as it all gets moved to defined fields.
Alternatively, keep it in the JSON/JSONB column until you need to search/filter/query on it, in which case you pull it out into a column.
Even that may not be immediately necessary. I don't think SQLite has it yet, but Postgres can build partial indexes on JSONB fields.
Though most of the time, in that situation, I would pull it out.
I gave it a good go to use mongo and firestore for a few projects, but after a year or two of experimenting I'll be sticking to SQL based DBs unless there are super clear and obvious benefits to using a document based model.