The data is both.
(strictly speaking it can't be object in nature because it lacks behaviour, but we won't nitpick).
The decisions about storage of data in a RDBMS or NoSQL database depends more on how you intend to use the data, rather than the real 'nature' of the data itself.
If you intend to support all sorts navigational paths to the data, then you may want to store the data in an RDBMS because you will have different ways to access and present the data. You need the database to do a whole lot of heavy lifting for you. For example, 'Order' data may be accessed via customer, sales person, sku (item), date, region etc.
On the other hand, if you have minimal navigational paths, you may just store the entire object. For example, 'Basket' that is only accessed by the web front end and is not stored for long or analysed much, may be better suited to a NoSQL store. The sacrifice you make with (document or key value) NoSQL data stores is that you do without relationships between collections - if you don't need those relationships (for navigational paths, ad-hoc querying or reports) and take care of them in your app, then you'll be okay.
Of course, you can store data in both for different reasons, but that has its own drawbacks.