Firstly, SQL server has a built-in JSON type, which lets you query and manipulate the JSON directly: https://learn.microsoft.com/en-us/sql/relational-databases/j...
Secondly, JSON is already serialized, so it doesn't make sense to store as a base64 string. You're adding 30% data overhead to transform a string into a string. Base64 is useful for serializing opaque binary formats.
Lastly, some people might be getting a wry smile that you have the power of a relational database but are just trying to store "json" rather than an actual relational model.
{ "id": 42, "quantity": 12, bla bla bla
And you want rows where this column has quantity and quantity ≥ 20
How do you do it if you encode everything as base 64?